For the second year in a row, marketers continue to allocate more of their budget for acquisition marketing versus retention marketing, despite consumer spending uncertainty, and that new customer acquisition can cost five times more than retaining an existing one. The results are from a survey of 221 business-to-consumer (B2C) marketing executives. It revealed that 54% allocated more than half their marketing budget to new customer acquisition, versus 13% who allocated more than half their budget to customer retention. The remaining 33% of respondents said they split the acquisition/retention budget equally. The Optimove 2023 Survey of B2C Marketers was designed by Optimove and fielded by Survey Monkey in the second quarter of 2023.